On January 1, Disney Wonderhole made its first appearance in Zhejiang with a pop-up store in Wenzhou. Then on April 1, Cartier opened its first professional watch boutique at Binjiang MixC... According to a statement from the Wenzhou Bureau of Commerce on April 13, at least 24 brands have launched their provincial or municipal first stores in Wenzhou during the first half of this year, continuously enhancing Wenzhou’s quality consumption, city brand image, and reputation.

These 24 brands span sectors such as accommodation, catering, and retail, among which are internationally recognized brands like Disney, Cartier, InterContinental Hotels, and Barbour. Seven of them represent either provincial-level first stores or debut exhibitions. As of this week, 14 have already opened or exhibited in Wenzhou, with the rest set to follow in the near future.

The emerging “debut economy”, driven by provincial and municipal first stores, new product launches, and debut exhibitions and performances, is transforming the consumer market and meeting the growing demands of consumers. By fostering brand clustering, it generates economies of scale and synergy effects, invigorating local consumption and driving economic growth. As a result, first stores and debut exhibitions have attracted growing attention from local governments.

In recent years, Wenzhou has significantly intensified its efforts to attract renowned brands by offering special incentives for first-store openings. For international brands that sign lease agreements for 3 years or more, or own properties to open their first store in China (mainland) or Zhejiang, rewards are 2 million yuan and 1 million yuan, respectively, with an additional 50% bonus for top-tier international brands. For domestic brands, including China time-honored brands, rewards are 1 million yuan and 300,000 yuan, respectively. For top-tier international brands opening their first store in Wenzhou, a reward of 500,000 yuan is provided. For overseas Chinese entrepreneurs and recommending institutions successfully attracting provincial or municipal first stores to Wenzhou, a reward of 50,000 yuan per brand is given, plus an additional 200,000 yuan for each top-tier international brand they bring in.

According to the Wenzhou Bureau of Commerce, in 2024, Wenzhou introduced 110 provincial and municipal first stores, including brands such as Xiaomi Automobile. The momentum following the opening of Sam’s Club remains strong. Meanwhile, Wenzhou Kuai Lu Group, a local enterprise with nearly 70 years of history, recently opened its first physical restaurant, “Wenzhou Big Wonton Store”, on Jiefang Street, signaling its move toward original brand development and participation in the local first-store economy.

The steady arrival of first stores and exhibitions in Wenzhou has contributed significantly to revitalizing the local consumer market. According to official statistics, Wenzhou’s per capita consumption expenditure reached 50,272 yuan in 2024, ranking second in Zhejiang Province. In the first two months of this year, Wenzhou’s total retail sales of consumer goods reached 78.38 billion yuan, representing a year-on-year increase of 4.0 percent, which is 1.3 percentage points higher than the provincial average.